Volkswagen Metaverse and NFT contest

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Volkswagen has begun an interactive advertising campaign, featuring augmented reality scenes from the Metaverse, to promote the safety and intelligence features of its latest Polo model, the IQ.DRIVE according to The Drum. Aimed at the South African market the ads feature recognisable Johannesburg streets populated by avatars in the Metaverse. ‘Game On’ merges interactive gaming with a treasure hunt contest for hidden NFTs.

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“In the age of ‘skip ad’ and adblockers, this innovative campaign has inspired thousands of consumers to not only watch our advertising but to engage with it frame by frame by frame for five consecutive days – while also turning their social feeds into free ad space for the new Volkswagen Polo as they shared screenshots of the campaign.”

Camilla Clerke, from Ogilvy South Africa

Players that find the hidden NFTs will win real and virtual prizes, including a PS5 and tuition by the Volkswagen Advanced Driving Academy. The contest invites the discovery of a constellation of 100 NFTs collectively dubbed the ‘Mzansiverse.’

“We’re very proud of this gamified and immersive campaign as it delivered unprecedented consumer impact, while propelling Volkswagen and its audience into a new world. It’s not just watchable – it’s playable. And it’s a great example of the intersections of engagement and entertainment.”

Bridget Harpur, head of marketing for Volkswagen Passenger Vehicles